Village of Canning, Nova Scotia: Branding by MGC

With some planning and design help from Michael Gabriel Communications (MGC), there’s now a new logo, tagline, slogan, and welcome signs for Canning Village, Nova Scotia. These are part of some exciting branding efforts helping to revitalise this vibrant, charming, and very friendly community!

“Always a Warm Welcome” and some colourful graphics greet visitors and residents when they arrive at Canning Village. The new signs, located at the four entrances to the village (via Highway 358 and Highway 221 from both directions) are the result of some very dedicated efforts by the Canning and Area Business Development Association (CABDA), in a spirited partnership with The Village of Canning.

In addition to the signs, MGC provided the design and printing of roadside banners, historical posters, and these collectible postcards (four of the series of 12 are shown below) which are available throughout the Village.

These efforts represent the renewed energy capturing people’s attention and imagination, with creative new businesses opening and thriving, new home construction and renovations occurring, and a contagious sense of pride in the community becoming quite visible among residents. These tangible creative outcomes represent visible steps in the revitalisation of the area, one of the major goals of the branding campaign. MGC will continue to work closely with CABDA and Canning Village to ensure further implementation of its branding.

Having been comfortably — and uncomfortably, a few times — on both sides of a professional-client relationship for most of my adult life, I’d like to share a few observations about approaches I’ve found to be useful in creating an optimal connection. It mostly boils down to common sense and courtesy, but these often seem to go out the window with some designers (and other professionals).

Being a brilliant creative doesn’t automatically mean that people will flock to your door looking to hire you for your work. If you blow it with a given client, not only will you likely not see them again, but you may not see anyone they know either. There’s huge power in word-of-mouth referrals, so you’ll want that working positively for you. Here are my offerings of advice, taken from (at times painful) first-hand experience.

1) Listen far more than you speak

Sure, you know what you’re doing, but unless your psychic, you need to have a full, clear understanding of what your client wants or needs. Listen and ask questions. Don’t be afraid to ask more questions. Rather than looking foolish, it usually shows that you’re paying attention. When you have a clear idea of what your client is looking for, then feel free to — succinctly — inform them of how you’ll help them.

2) Under-promise, over-deliver

Most people enjoy a pleasant surprise, but everyone hates being disappointed. One way to increase your chances of ensuring the former is to manage a client’s expectations, making sure that, as far as you’re concerned, everything you say you can do is very possible. Deadlines are usually the point of failure for many designers, so make sure that your deadlines adequately cover the amount of time you’ll need to finish the job, at a sane pace, and still have time to deal with the inevitable unexpected (let’s just say “life happens). If you finish a project ahead of schedule, you’re a hero. If not, well, you’re anything but!

3) A promise is a promise

Avoid the pitfalls of many campaigning politicians by seeing all your promises through. Make sure you fulfil every item in your contract, and check things off on your list as you complete them. Don’t take a chance that your client might not notice something left incomplete or seemingly forgotten. If you can’t live up to a term of your agreement, own up and say so, explaining why with your no-doubt bulletproof reason(s). If you’ve messed up, as a professional, you need to accept the consequences, whether it’s putting in the additional time you have to work to make up for something missing or even, at times, a monetary loss (as in under-estimating on a job quote). Those are the unwritten rules and I’ve found you gain more respect from your clientèle by taking the hit and making them happy. More respect usually leads to more business.

4) Communicate

Please never, and I mean, never, keep a client in the dark about their project. Make it a point to provide periodic updates on the status of their project. If a project takes more than a week or two, some clients will always assume the worst — that you’ve forgotten them, you’ve slacked off on the work you’ve been contracted to do, you’re wrapped up in your own little magical world, or, most likely, you’ve absconded with their deposit, etc. It’s so easy to send a friendly little email now and then (or make a quick phone call), just to say that everything’s on track, or, if not, that you’re experiencing some challenges along the way. No one will fault you, and most clients will appreciate your degree of conscientiousness.

5) Help, any way you can

I try to do this with clients who approach my company for a service we don’t provide or for a project whose scope doesn’t fit with our business offerings. I don’t merely say, “Sorry, can’t help you there,” but instead, I make the effort to point them in the right direction, suggest someone you know (or don’t know), give some advice about where to look for what they need, or even educate them on some industry terms they can use that might help them in their quest. In short, don’t leave them empty handed. The same goes for individuals who send me their résumés. Even if I can’t hire them, I’ll offer them something useful, whether it’s a possible referral to another company, just to say I’ll keep my eyes open for any possibilities for them in the future.

By following my suggestions, you not only come across as a consummate professional, but also a decent person, too. You’ll make someone feel important, appreciated, and special, and who doesn’t like that? In the business sense, that’s all hugely beneficial to you and can only work in your favour. You’ll leave your clients with a lasting, favourable impression and that invariably means more business and better business relationships.

]]>247Some Branding Tipshttp://michaelgabrielcommunications.com/2011/09/16/some-branding-tips/
http://michaelgabrielcommunications.com/2011/09/16/some-branding-tips/#commentsFri, 16 Sep 2011 18:05:23 +0000http://scotiagraphicdesign.wordpress.com/?p=119
It’s clear that branding is one of the most important steps you, as a business, will pursue. You don’t have to be large company or organization to need it. With so much discussion, so many web sites, periodicals, and reference materials available, it’s obviously a hot topic. So, exactly what is branding?

In a few words, it’s your seal of excellence. It’s your firm’s signature of approval that customers will perceive as a reassurance of consistent quality. It’s your promise to a customer that your business or organization is a unique entity providing the service or product they seek.

Being unique, what makes you memorable and stand apart from the rest? Are you the new kid on the block, fresh and creative, the top of the line product or provider in your industry, or maybe the one that offers the best value for the money? Whatever the case, because focus is so important, your business needs to concentrate particularly on these qualities coming across consistently to your customer.

One of the most visible aspects of your branding is your logo. The rest of your promotional materials, including your stationery, web site, and perhaps your packaging (all of which should feature your logo), are the standard bearers for your brand.

Developing Your Brand

Developing your brand can be a fairly deep, introspective process. It can involve some serious thinking about a variety of important aspects of your business or organization, including:

What is the existing perception your customers already have of your business?

How do you want your organization to be perceived?

What is your firm’s mission?

You really need to know, through research, precisely what your customers’ needs are and how they normally proceed to satisfy those needs. With so much information available online, and with so many business-related advisory resources in your city or community, you’ve got a lot of potential help at your disposal.

Promoting Your Brand

After some (business) soul-searching weeks or months, your brand is ready to go. Now here are some things you’ll need to do:

Have a professional work with you to design a fabulous logo.

Put it on everything! Make sure that logo appears on all your organization’s promotional and communication materials.

Consolidate all aspects of your brand message, and make sure all your employees communicate it correctly. This includes your email signature, how you answer the phone, how you dress when you meet with your clients, and everything else.

Come up with a tagline: a memorable message to accompany your local, and make it short and sweet!

Develop a “voice.” Your company or organization is an entity unto itself, and, as such, has a personality. Whether it’s formal, informal, friendly, or funny, make sure it’s reflected accordingly.

Be consistent. This is one of the most important aspects of branding. You must be prepared to commit to consistency; otherwise, the entire exercise becomes a waste of time (and money).

]]>http://michaelgabrielcommunications.com/2011/09/16/some-branding-tips/feed/1119Seven thoughtful tips for newbie design freelancershttp://michaelgabrielcommunications.com/2011/03/17/seven-thoughtful-tips-for-newbie-design-freelancers/
http://michaelgabrielcommunications.com/2011/03/17/seven-thoughtful-tips-for-newbie-design-freelancers/#commentsFri, 18 Mar 2011 00:33:18 +0000http://scotiagraphicdesign.wordpress.com/?p=109If you’re starting your own freelance business in graphic design or aspire to become a designer, there is a world of opportunity that awaits you. If you’re talented, have some experience (the more, the better, of course), and have the tools of the trade, you’re all set, right? Well, let’s just say it’s a start.

No matter what sort of business you’re in, there’s always a sales and marketing component to consider. Bummer, huh? Well, no, it’s actually not such a bad thing. There are a few things that you can learn and some skills to hone before you start trying to drum up business. These, along with your natural talent and training, will likely take you a long way.

1) Try to see things from your client’s perspective.

Remember that it’s all about them, after all. They hire you, they’re willing to pay for the work, and they allow you to work in your field, so it’s a good idea to listen carefully to what they want. Sure, offer an informed opinion to help them, but, ultimately, they’re the boss and what they want is what you need to provide. If you feel really strongly negative about their product, service, attitude, or direction, then you need to consider whether you should proceed at all, rather than become antagonistic in the course of your business relationship. At the beginning of your career, it’s usually a case of simply being grateful for the work and just toughing it out, but use your discretion and best judgement. If it doesn’t feel good to do this job, think it through before you pass it up.

2) Be responsive.

If a client phones or emails you with questions or requests, make sure you reply as quickly as you can. This leaves them with a very favourable impression and makes you stand out as being reliable. Referring back to point #1, you need to see yourself through your client’s eyes. Wouldn’’t you want someone to be paying attention to you, especially when it’s someone you’ve hired? I’m always amazed to hear stories from my clients about how they’re still waiting for a call back or an email from a service provider, even after a week or two!

3) Don’t be afraid to offer advice or suggestions.

You are the expert, right? Be careful, however, not to seem pedantic and use your best diplomatic approach to address potentially difficult topics. Again, your client is depending on you to help them arrive at the design solution they need, and often, they only think they know what they want (some admittedly have no clue), so they need you to guide them.

4) Make all your requirements clear and make them up front.

It’s common practice for people in our industry to request a deposit before beginning a project, so make that known. Also, what will you need from them, and when? Informing your client makes you look more credible and authoritative, and it helps remove some of the apprehension associated in dealing with someone they may not know very well.

5) Be proactive.

The world, being a far from perfect place, often wreaks havoc on schedules and the best laid plans. That being known, take the initiative to contact your client, sooner rather than later, and let them know the status of their project. Ideally, you are making every human effort to meet the deadline, but if something has gone awry in your work queue, typically something over which you have no control, let them know as early as possible that there may be a delay. Then, offer at least a rough estimate of how much longer the work or project milestone may require.

6) Be punctual in your delivery.

I’m tempted to suggest the old “under promise and over deliver,” but, in a sense, you should be doing that to a great extent anyway. Remember, people love pleasant surprises, and you’ll be hailed as a hero, worshipped, and your deeds will live on in the songs of troubadours. Okay, maybe a bit of an exaggeration, but you get the drift.

7) Always, always, always charge what a job will cost.

You need to live, after all, and you won’t be doing anyone a favour (least of all yourself) if you undercharge. Charging too little also has a negative effect on other professionals in the field who are trying to earn a living, so be considerate to others as well as yourself.

From my own humble experience, I hope this helps you. If you have some other suggestions for newbie design freelancers, please share. Thanks for reading!

Working with a designer can be very smooth and efficient, with just a modicum of cooperation.

Here are some important things to consider in choosing to work with a graphic designer:

Look at their portfolio to see if you like their style, direction, and flexibility.

Size them up. Do you know anyone who has dealt with this individual or firm? If so, find out what their experience have been like. If not, try to determine if your intended designer has the personality, professionalism, commitment and/or sense of ownership that will work for this project.

Check your budget and timeline. The best graphic designers are typically (and understandably) very busy people. They will want to do their utmost to meet your deadlines, and so they will need to assess how your project can fit into an existing work queue. For this reason, you’ll need to be realistic in discussing a feasible target date for completion. Keeping projects moving and clients satisfied requires a great deal of project management skill on the part of the designer, so working with them in this regard will help them manage your project’s time and resource allocation most effectively. This translates to making sure your project is done as well and as quickly as possible. Also, most designers will accommodate an urgent project in return for a premium payment. If you allow for a reasonable time for completion of this project, you may not need to pay the premium.

Keep an open mind. Remember this trained professional is going to do their best for your business or organization. After all, your success is their success. You’ve hired them, and they will want to make you happy by bringing their talent, experience, and skills to bear fully on your project. Just as you would expect them to listen, give them an opportunity to explain their approach or rationale.

Attitude check. If you know you have a tendency to micromanage, you may find it challenging (if not impossible!) to work with a professional designer. Most people are at their best when they have the room they need to get things done.

Communicate. This is especially important when you’re dealing with marketing concepts and abstractions! Although a seasoned designer will actively seek out the information they need through a design brief, it’s important for you to try meeting them halfway. Tell them as clearly and honestly as you can what your requirements are, and provide constructive input when it’s requested. Often, it helps immensely to present examples of designs you’d like and/or would like to avoid.

Assign a contact person. It’s incredibly frustrating for a designer (or perhaps for anyone!) to take conflicting directives from two or more people (think “too many chiefs…”), who may not be in sync with each other, or worse yet, be at odds. Have your meetings and discussions with all parties concerned within your organization and come to a consensus. Your contact person should uniquely communicate the resulting decisions and input.

Provide what is needed. Most designers will require all the necessary details and information from you ahead of starting a project. Any textual components to be incorporated should be proofread and finalized. Delays in providing these materials will nearly always translate to delays in the project’s completion.

Have you had some interesting or useful interactions with graphic designers? I invite you to share them here. Thank you for reading!

After glancing through this week’s sales circulars, I’ve begun to wonder about the many lame, meaningless platitudes that companies use as a poor excuse for a slogan or tagline. These include gems like Co-Op’s “My Co-Op. My community. It’s where I belong.”, Walmart’s “Save money. Live better.”, and Pharmasave’s “Live well. Enjoy life.” I’ve pondered who might have thought these up, did someone pay for this drivel, and what were they (all) thinking?

From what I’ve learned and through my own work experience, the best taglines:

are memorable;

possess a modicum of pertinence; and

relate closely to the product, service, or company ethic.

Generic taglines can sometimes do well (like Nike’s “Just do it”), of course, since there are so many factors to consider, but rather than try to delve into the minds of the brilliant strategy gurus and goddesses of the marketing world, I thought I’d just propose some possibilities that at least make sense and might make for good “life” taglines or slogans (just for some fun, anyway):

This could go on all day, and I’m just getting warmed up! I get the impression that Walmart and their ilk likely don’t need a catchy or intelligent tagline, anyway, because they have such a huge “captive” audience. Their words remind me of “Newspeak” in George Orwell’s infamous book, 1984, with terms used being deliberately stripped of any meaning, becoming even ironic and comical in their pretentiousness. “We’re slashing prices,” “Just lower prices,” and “Everyday savings” are some of the meaningless slogans we’ve all likely seen, all of which are nearly impossible to verify by any standard and therefore become hollow promises at most.

So, do we need better taglines and slogans? Is anyone paying attention? Of course they are! It’s our responsibility as marketing professionals to sell a product, service, image, or idea, granted. Why not do it with integrity, though? Instead of “dumbing it down” to the lowest common denominator of human intellect, why not appeal to the higher self, and set the bar a few notches up? After all, there’s no rule that taglines and slogans have to be meaningless to sound cool.

If you’ve been exposed to some really inane marketing claptrap, I’d enjoy hearing about it. Thank you for reading!

We all have relationships. That’s a special, wonderful part of being social creatures. Most of us have parents, siblings, cousins, uncles, aunts, nieces, nephews, grandparents, and/or children. We have spouses, partners, friends, colleagues, mentors, protegés, employees, bosses, clients, patrons, rivals, enemies, admirers, followers, and guides. That’s just a sampling of the relationships that we experience as humans. So what?

“No man is an island,” John Donne wrote four centuries ago. Clearly, we need the interaction, the companionship, and the support of those who surround us. In business, we often take for granted the complexity of our daily interactions with people and entities within and outside our commercial dealings. How crucial it is to have clients, of course, first and foremost: someone needs to pay for our precious products and services. But we also need our suppliers and service providers. We need support from our family. Our co-workers help us define our working culture. Our friends affect our psyches. We even need the government, without which we’d have no laws to regulate business, competition, and society in general. Just thinking about all the connections we maintain day to day, it’s incredible how intricate our existence becomes!

What do we do with all these connections? Some true capitalists among us would likely say (or at least think) “exploit them, of course.” Hmm. Despite the sound of that, it’s actually what we do, more or less. Instead of the negativity associated with the term “exploit,” though, how about if we say, “make the best of?” I like the sound of that much better, personally. Okay, so what do I suggest?

Think of a relationship as an organism. Like any living thing, it works best when nourished and maintained. If you can get it to thrive, I believe you’ll work wonders. Whatever the relationship is, if it can yield something positive for you, give it whatever it needs to grow! So, what steps to take?

First, I suggest acknowledgement. Recognize that the relationship exists and has a life. Make it clear that you like it and value its effect on your business, or, more broadly, your life. Next, empower it. Take some time to touch base with your contacts and tell them that you appreciate what they do for you. You should let them know that you’ll do what you can to reciprocate their positive contribution to your world. Lastly, show respect. Don’t take a relationship for granted — ever. Live up to your commitments and when you promise something, make it happen to the best of your ability.

I’ve always believed that something worth having is something worth maintaining, and relationships are definitely among these. I’ve mentioned to friends and family that I feel blessed because there are so many times in my business life that I start out with a client and wind up with a friend. I realize now that it doesn’t just happen randomly: it’s because I’ve nurtured the relationship and allowed it to bud, blossom, and bear fruit. Who doesn’t like fruit?

If you’re a savvy business owner or manager, you’re likely already aware of the importance of having a logo to represent your company. Just as you almost certainly wouldn’t have a storefront with dirty windows or drive a dilapidated clunker with your company name on it, a logo says something about your company. It also says something about you.

A logo represents your business. It speaks of your values and reflects your image to your clients (and potential customers). That’s why a logo is often referred to as a business identity. Quite literally, it is the public face of your organization and, as such, needs to make a consistently good impression. For that reason, it’s an important — even crucial — consideration when you are starting or upgrading your business.

As with many services, logo design offers a dizzying array of providers and that, in turn is a source of confusion and potential disappointment. With neophyte graphic designers, ready-made (or “pre-designed”) logos for purchase, do-it-yourself logo services, and other more questionable options available, it’s easy to make a mistake in making the momentous decision to explore a business identity, part of the process of developing your brand.

Without getting into the myriad (albeit interesting) details of branding, it’s important to note that a logo is one of the most visible aspects of a business or organization. You’ll see it on letterheads, business cards, product labels, advertising, web sites, and other media. To your current and prospective clients, it’s a credible symbol of your product or service, and provides a measure of reassurance that what you offer comes with a degree of quality. For that reason, that same symbol should manifest quality, too.

A logo, your business identity, should be taken seriously enough to ensure quality. There are a few, vital considerations to take into account which any design professional will automatically effect when working with you to develop your logo design. Your design is not merely a picture, but the embodiment of the merits, values, and even personality of your service or product. For that reason, the development process should involve a fair degree of dialogue, with your designer coaching and you, the business person, providing very important input. Beyond the dialogue, your designer will ask pertinent questions to formulate a design brief from which he will determine the requisites before applying his artistic touch.

An important point, too, is that with the increasing abundance of choices, you still should be aware of major logo design pitfalls and things to avoid. Fundamentally, it boils down to getting what you pay for, and trusting a professional to ensure success. After all, it’s your logo and you’ll have to live with it!

If you have remarks or suggestions regarding this post, I invite you to add your comments here below. Thank you for reading!

It’s not always easy to make promises, and sometimes it’s prudent not to. After all, who wants to disappoint?

In my business, the flow of work can be exceedingly chaotic, frequently with clients appearing in droves, and, as luck would have it, all needing things at the same time. To make things even more challenging, they’ll all reveal an exceptionally difficult deadline! So, what to do?

Being the type who wants to delight all my clients, I’m often tempted to perform miracles and deliver completed work within unheard-of timelines. I realized though, that I can only perform a finite number of miracles every week and that someone’s project will just have to wait… until next week!

Honestly, I absolutely hate having to disappoint, but it’s so much better to be realistic up front and discuss the more plausible outcome of my existing work queue. It’s a question of looking at what’s already in the queue and weighing the respective clients’ target deadlines against outside factors (upcoming exhibits, magazine deadlines, upcoming grants, etc.) over which they have no immediate control. Naturally, I want them to succeed and I’ll do all in my power to prepare their work or complete their project in time for their needs. Unfortunately, more often than not, they’ve just procrastinated or simply lost track of time and now desperately me to “rescue” them.

The reality is, however, not every one is going to meet their target deadline. That’s just not possible given the immutable properties of space and time, and the limitations imposed by being human! Talking with a client about what can physically and realistically be done is vitally important, and is what I call managing expectations. Feasible timetables and a clear understanding of best and worst-case scenarios with regards to meeting deadlines should be made very evident. This may not always be what a client wants to hear, but it’s better that they are clear about this up front and can at least rest assured that the target date I offer is fairly certain.

It’s also a good idea to have a Plan B. If we can’t finish our project in its entirety, can we at least get part of it done in time for pre-press? What about other options, if they exist? I’ve always believed that there is a solution to nearly every problem; it’s just a question of applying your brain, and maybe thinking laterally as well as logically.

Ultimately, for me, it’s a question of wanting to provide the ultimate quality in all my clients’ projects, whether large or small. It then becomes a balancing act, trying to provide as much initial quality in the work and then reviewing the project for accuracy and completeness, and testing for functionality where required. No matter what the circumstances, I’ll try to maximize the level of quality for the amount of time given for any project, and that’s the very least I would want for my clients. I’d definitely want that for myself, were the shoe on the other foot!

Having said all this, more often than not, however, I can save the day by completing the project in time. It’s just something I usually manage to do, perhaps a bit of a magical touch. At the end of the day, it’s always so nice to offer a client a pleasant surprise!

Working as a freelance graphic designer and web site developer can be wonderful most of the time. It’s not always roses and sunshine, and you often have to work extremely long days, weekends, holidays, etc., but, at least for me, it’s very much worth doing something you’re passionate about and being appreciated for your work. It’s a challenging, yet wonderful way to achieve balance in your life and create harmony within the range of people whose businesses (and, let’s face it, lives…) you touch.

After reading Jack Knight’s excellent and amusing article on Freelance Switch, I realized that he was bang-on in his depiction of general categories of clients and that I couldn’t have done a better job capturing the varieties of people we regularly have to deal with as freelancers. Whether you’re a designer or a potential client, it’s worth a read. What’s interesting is that it’s so accurate, and often clients can belong to more than one group.

I find that, over and above Jack’s very astute observations and sage advice, it helps to nurture a sense of trust in the relationship you have with your client. Listen carefully, ask pertinent questions, and then offer your expert assessment with the confidence that comes with being a professional. If your client wants to override your ideas or suggestion, that’s their prerogative, although I feel it’s a designer’s responsibility to point out any potential shortcomings that may arise from their choice. After all, they don’t know what you know, although many might think they do!

Regardless of the outcome of your discussion about solutions, directions, technology, aesthetics, etc., one fundamental necessity, as far as I’m concerned, is caring. I am passionate about my work, but I also deeply care about making sure clients get what they need. Consequently, I’ll do my best for them, usually throwing in some extra “freebie” stuff for goodwill, especially if they are nice, appreciative folks. Conscientiousness and caring invariably blossom into good relationships, and, because being at peace with yourself, your business and, ultimately, your client, is a worthwhile goal, I’ve found that caring leads to genuine harmony and happiness for all involved.

I’ve always believed that the hallmark of a true professional was a conscientiousness that resulted in honest counseling and confident advice. If nothing else, that’s rare value that’s bound to be appreciated by most people, and certainly by clients, regardless of what category they might fit into. Something to think about — it certainly works for me!